How to spend efficiently your money for digitalization

Digitalization means that your business assets are moving to a digital business. This change can be done entirely and it means you will have a digital business. Or, you can keep your business as it is and develop a new part of your business, the digital part. 

Whether your case, consider how to spend your money for business digitalization.

By using advanced digital technologies, you should see fundamental changes in your business processes that can result in new business models, social change, customers behavior modifications. With your digital platform, your products and services can be available for your clients.

Digitazion is the conversion of text, pictures, or sound into a digital form that can be processed by a computer. In this context, computer is more than a desktop or laptop. It is any device that can convert and deliver data to the user, such mobile phones, smartTVs, smart screens.

Is a website considered a digital asset?

Your website can be your digital asset. A digital asset is anything that is stored digitally, uniquely identifiable that your business can use to give value. Examples of digital assets include documents, audio, videos, logos, slide presentations, spreadsheets, apps, websites.

Question: Can anything be done to reduce the advertising cost? Or to increase the efficiency of further promotion with your money?

Yes, it is possible.

There are two important things that can be done to significantly help the promotion of the site:

1. It is possible to increase the chance that someone who enters the website will become a customer. It's called increasing the conversion rate.

2. The website can be optimized to receive unpaid traffic from Google. It's called search engine optimization, SEO. Read the guide we written on how to SEO for European online stores.

How are they made? And what are the costs? Find out further.

Website

How to build an effective website with your funds

The general strategy of an effective site that sells well

The first point is the site must sell well. That is, to have a high conversion rate. When someone enters your website, there is a great chance to buy or ask for an offer.

The second point is to have as much unpaid traffic as possible (not from paid promotion campaigns), mainly with optimization for Google and other search engines, or SEO.

How to increase the chance that your website will sell - high conversion rate

We receive many requests to the agency from people who want websites for their businesses. One of the most frequently encountered requirements is that the site should be "simple and easy to use". The simpler, the better.

It seems like a reasonable request, right?

It's like saying: "he wants a salesrep... but let him be quiet, not to disturb anyone". Do you think a silent salesperson will sell?

Nowadays you can find goods and services everywhere. One have to have money, because buying can be done in multiple places.

The biggest problem in sales is to convince people to buy from you, not from the competition. When the visitor enters your website, it's your chance to convince them that what you offer is better than what others offer.

Do you think that a very simple website, without information, without anything really special, will convince someone that your products are the best?

Very likely not. Very likely the visitor will enter your website, will stay for five seconds in which they do not see anything interesting, after which they usually goes and buys where he knows and where he has probably bought before.

Fewer people would buy from unknown small companies when there are so many offers from big companies.

❗️ The reality is that a simplistic website, without information and without anything special, DOES NOT SELL.



What can be done?

In a nutshell, there are 2 things you need to build in your website to sell better or to have a higher conversion rate:

- You should have as many different offers as possible, for as many people as possible.

- You should increase the authority of your website. That is, the site should present trust.

Website authority

If you want to sell to more people, you must have as diverse an offer as possible. In general, people are not looking for general things. People are looking for specific things.

No one is looking for "clothes" or "appliances". People search for "men's black slim fit shirt" or "microwave oven with grill".

In order to sell, you have to offer- as much as possible- to each visitor exactly what they need.

Many studies have been done, and each time the result is the same. The conversion rate is directly correlated with the number of products and offers in the website.

The more your website offer more products and services, the greater the chance that the visitor will find exactly what they need in your website.

Recommendations to adapt your website with more categories

For example, if you have a store, make many more categories. Don't just make one "shirt" category. Make categories for shirts according to colors, according to sizes, according to material, and so on.

The more categories you have on the site, the easier it is for the visitor to go where they know they want to go.

If you have a services company. For example, a computer maintenance company. Don't make a single "Computer maintenance services" page. Rather make dedicated pages for malware cleaning, dust cleaning, reinstalling operating systems, repairing printer problems, and so on. Include what do you know that customers generally ask for.

Provide as many details as possible about your products and services. How many times have you wanted to buy something, but you didn't because there wasn't enough information about the product? For example, food products that do not mention the ingredients, clothes with little relevant pictures from which you do not understand exactly what the material is like, furniture or decorative objects where the size is not clearly specified.

In short, the more information you have on the site, the better you will sell.

When you want to sell more, you have to prove that you are trustworthy

In essence, a customer is a person who gives you money for something. How do you convince the person in question that you don't disappear into the night with his money or that the service offered is offered within the parameters presented?

In other words, how do you convince people to trust you?

You can gain trust mainly in two ways:

1. You present the service or the product in detail and with these details you show confidence because you prove that you are an expert in the niche in which you operate.

For example, you have a car service.

You can say "Come to us for service and we will fix your car"

Or,

"Come to us for service. We always have someone at the reception. they find out what problem you have and assign you to the right mechanic. If the problem is small, you can wait comfortably. The coffee is from us.

We sign a car pick-up form.

Afterwards, the car is taken to service and put on the tester for diagnosis.

The client is presented with the result of the diagnosis and the costs for the repair. The client decides which of the problems are to be solved.

Depending on the customer's decision, the estimated repair time is sent."

In which of the two situations above does the company seem more professional?

If you had to choose, in which of the two situations is the probability of receiving quality services higher?

2. To gain trust, present as many projects as possible that were completed by you. Preferably for other known entities.

You present confidence because you show that you are able to complete or deliver large and complex works, even more so if you do something for large entities.

An important aspect of confidence is that it is quite difficult to grow it yourself. "Self-praise does not smell good"

Trust is much easier to gain by associating with other partners who show trust.

Another important aspect is that the more detailed the story, the greater the effect.

It's one thing to say that "XYZ" is among our clients, and it's quite another to make a page dedicated to the project carried out for XYZ. On the respective page, put pictures from the work, one or two interviews with someone from XYZ company, details from the realization phase, how long it took, some technical specifications of the project, and so on. If possible, make a video. It is even better.

Such a project page is one of the strongest proofs that your company can do something all right and that you show confidence.


What are the approximate costs of increasing authority and conversion to a website

As always, the costs are directly proportional to the work done. If you want something to come out really good, then someone has to work for that something to be good.

Increasing relevance is directly related to the number of products and services offered by your company.

If it is a smaller store or a company that offers services, we are talking about 10-30 pages of categories and/or services.

The approximate cost could be somewhere around 5,000 - 15,000 $ and a number of hours somewhere around 50 and 150 hours.

We repeat, the degree of approximation is very high. In reality, the size of the project is discussed from case to case and from budget to budget. For a more accurate cost, we have a dedicated price calculator - website creation cost estimation calculator.

How to increase website traffic with SEO

Traffic is the other essential aspect for a website. What is traffic to a website? Website traffic refers to web users who visit a website. Web traffic is measured in visits, sometimes called "sessions," and is a common way to measure an online business effectiveness at attracting an audience.

No matter how well made the website is, if it has no visitors, nothing happens.

The premise from which we started, however, is that we are not allowed to rely on paid advertising.

In this case, the main source we can rely on is the natural, unpaid traffic from Google. We mean SEO.


What does optimization for Google mean
For SEO, there are two large categories of optimizations that are done:

1. Site-level optimization (in-site)

2. External promotion or off-site optimization

Point number 2, for the most part, also involves budgets. Thus, according to the scenario we were working with, we can hardly rely on links or external promotion at all. We don't have a promotion budget.

So, what we can do is to optimize the site very well.

What exactly does on-site SEO mean?

What is sitewide optimization

When looking for a product or service they want, people generally search specifically, not generally.

If you want a white kitchen on the corner, then you will not look for "furniture" but you will look for "white kitchen furniture on the corner"

To whom the visitor who is looking for such a thing, will reach? To the one that is on the first page.

Who does Google put on the first page?
Those sites that have very relevant pages for the "white corner kitchen furniture" search.

If you have a generic page with "kitchen furniture" then you will most likely not be on the first page.

An important aspect: Google undestand that your "kitchen furniture" page is relevant to what that person is looking for. However, the first page in Google is not about whether you are relevant or not. On the first page are those who are most relevant in users location for that search.

For successful SEO it is not enough for Google to understand what you have on your site. Google must consider you are one of the ten most valuable on the Internet for that search.

And to be valuable for Google, a page with three sentences and two pictures might not be enough.

To make a really good website from an SEO point of view, a plan is made with the following steps:

- a table is made with the keywords searched by people in Google
- based on this table, a requirement for the of number of pages is made. For each keyword, a separate page must be created in the website
- there are written relevant texts, pictures and what else is needed depending on the type of search
The main optimization criteria at the page level are presented in detail here.

We mention that a single well-made page requires somewhere around 3 to 10 hours of work. It can be even more, but this is where the vast majority of projects fall. So we are talking about a cost somewhere around 300 to 1000 $ per page.

Now, the number of pages and keywords is determined according to the nature of each individual business. We estimates, for a company that offers services, the number of searches is generally somewhere around 10-30, and for an online store, the number of searches is generally higher. If the store sells many products, from many categories, then we can talk about hundreds of pages. Just think how many searches are in the clothes field.

So, cumulatively, the on-site optimization of a website, if done well, can cost somewhere around 5,000 to 30,000 $.

The amounts are obviously approximate and we have taken into account projects of reasonably average sizes.

One more thing, the costs do not include promotion. The given scenario is that we are not allowed to have a promotion budget. In case you want a more accurate cost, including the one with promotion, we invite you to use our contact form.